Korean beauty company APR unveiled plans to pivot into biotechnology and medical devices as it chases a lofty goal of becoming the world’s leading anti-aging company within five years.
Chief Executive Kim Byung-hoon outlined the expansion strategy at an Amazon beauty conference in Seoul on Friday, where he detailed the company’s shift from traditional cosmetics into injectable treatments and clinical-grade equipment. The announcement comes as APR’s market value reached nearly 8 trillion won ($5.8 billion), overtaking industry stalwart Amorepacific.
The company plans to commercialize polydeoxyribonucleotide (PDRN) treatments, a salmon DNA-derived compound already popular in Korean aesthetic clinics for skin regeneration. APR began producing PDRN in-house at its Pyeongtaek facility last year for use in its Medicube cosmetic line, but now intends to develop medical-grade injectables for professional use.
A radio-frequency medical device for hospitals and clinics is slated for launch next year, marking APR’s entry into the clinical equipment market. The moves signal a broader ambition to capitalize on the convergence between Korea’s beauty industry and medical aesthetics, where higher profit margins await companies willing to invest in research and regulatory approval.
APR posted 30 billion won ($21.5 million) in sales during Amazon’s Prime Day in July, six times higher than a year earlier, demonstrating the global appetite for Korean beauty products. The company’s Medicube brand has gained celebrity endorsements from figures including Kendall Jenner and Khloe Kardashian.
Kim acknowledged risks facing the K-beauty sector, including technological stagnation and destructive competition among brands. He also cited growing concerns about counterfeit products undermining consumer confidence in authentic Korean beauty brands.
The biotech pivot reflects APR’s recognition that cosmetics alone may not sustain its meteoric growth. Founded in 2014, the company went public in February 2024 and has seen its stock price quadruple this year on strong overseas demand for its beauty devices and skincare products.
